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Oddfellows Chester

The Results

Best User Experience & Overall Website Experience of the Year, The Caterer Digital Vision Award 2016

Best User Experience & Overall Website Experience of the Year, The Caterer Digital Vision Award 2016

Online revenue up 50% in 1 year

Online revenue up 50% in 1 year

Special offer revenue increased by 72%

Special offer revenue increased by 72%

Mobile sessions up 26% | Revenue from mobile up 80%

Mobile sessions up 26% | Revenue from mobile up 80%

The Brief

The design team relished the whimsical spirit of Oddfellows Chester Hotel, which is a distinctively stylish boutique hotel housed in a Georgian townhouse in Chester city centre. The brief was to align the cool, idiosyncratic aesthetics of the hotel with the design of the website and increase bookings through this channel. Another concern was to portray the unique atmosphere of the hotel to encourage interest in other aspects of the business, such as their bar & restaurant and wedding & meeting venues.

Stylish Chester city centre boutique hotel with meetings, weddings, event spaces

Profile: Stylish Chester city centre boutique hotel with meetings, weddings, event spaces

48 Rooms

Room Capacity: 48 Rooms

76% room revenue generated online

Online Turnover: 76% room revenue generated online

Design | Strategy | Marketing | Email | Booking Engine

Services: Design | Strategy | Marketing | Email | Booking Engine

We were delighted to be recognised by The Caterer as the hotel with the best user experience and overall website experience of 2016. It further confirmed to us how we made the right choice with picking Aró to redesign our website. Their high attention to detail, ingenuity, strong design focus and deep understanding of user experience and conversion really made a difference to our business by driving sales and representing our hotel in the best possible light.
Samantha Ratcliffe
Director Sales & Marketing
Take a peek at how we designed the website

The Approach

The Oddfellows team have a very clear sense of their brand and their products, which is particularly apparent when they commissioned the images of the hotel. Their strong imagery is what drives a lot of the appeal of the website; Large header images that focus on the beautiful, vibrant design details of the hotel have an immediate visual impact. Users’ time is valuable, so the content is pared back to the information they are looking for, accompanied with large call to action buttons for bookings and enquiries. Hovering over images displays short messaging compliant with the hotel’s branding colours and icons also draw the eye to key elements such as table reservations, specials and gift vouchers.

Conversion is always a significant concern and it was important that the key calls to action were ever-present, while not sacrificing the unique style of the website. Placing the booking panel in the right of the header image with arrival and departure dates in large font were integral to the intuitive design. In tests we conducted on other websites, having the dates preselected on the booking widget resulted in 27% more reservations being completed. The panel is on all pages of the website so that the user doesn’t have to navigate to another page when they’ve decided to book. We matched this with a ‘Quick Book’ option that appears at the bottom of the page as the user scrolls. On mobile, the navigation moves to the bottom with clear icons, making it easier for mobile users to click with their thumb. The booking engine is also responsive and images of the rooms easily differentiate the options available at the booking stage.

Read more: Engaging New Designs for Hotels